IUPP is Itaú's loyalty rewards program. When the bank decided to give it a completely new name, purpose, and identity, I was brought in as lead visual designer to translate months of strategic research into a system that could live across one of Brazil's largest digital and physical ecosystems.This wasn't a logo project. It was a systems problem.

The Challenge
‍Itaú's brand team, alongside Mercatto agency, had already defined the strategic direction: the new program needed to feel celebratory, distinct from the bank's core identity, but unmistakably within the Itaú universe. My job was to make that real at scale, across every touchpoint, with zero room for inconsistency.

Creative System
I started with Itaú Display, the bank's proprietary typeface, as the logo foundation. It was a constraint that actually freed me. Rather than fighting the system, I worked within it: rounding the top edges of the letterforms to introduce warmth and approachability while keeping the structural weight the brand requires.

The more interesting decision was what came next. I broke the logo down to its three fundamental geometric components: dot, line, and curve. Each one got a meaning anchored in the program's core promise:

Dots = Products - Singular, tangible, immediately available.
Lines = Advantages - The most direct path to value.
Curves = Experiences - The longer, more memorable journey.

This wasn't decoration. It became the generative logic of the entire visual system. A set of rules that any designer on the team could apply to create new assets, communications, and moments that all felt like IUPP without needing a style guide open at all times.

Color
‍The palette needed its own character. Vibrant enough to signal celebration, but harmonious with Itaú's signature orange rather than competing with it. Every color decision was tested across digital and print contexts to ensure consistency at scale.

Result
The identity launched successfully across the full program ecosystem. The project was recognized with a Bronze award at the 2019 Brazil Design Awards for visual identity excellence.

Role: Lead Visual Designer
Context: Itaú Unibanco, Senior Identity Designer (2018–2019)
Collaborators: Mercatto Agency, Itaú Brand Team